Google – “Amazon Is Our Biggest Rival”

Michael Moore joined TechWeek Europe in January 2014 as a trainee before graduating to Reporter later that year. He covers a wide range of topics, including but not limited to mobile devices, wearable tech, the Internet of Things, and financial technology.

Speaking at an event in Berlin, Schmidt singled out the online retailer as more of a competitor to Google’s traditional search offering than the likes of traditional competitors Bing and Yahoo.

Stating that competition in the online world “isn’t always like-for-like”, Schmidt said that Amazon had made serious progress in establishing itself as one of the Internet’s biggest presences.

“People don’t think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon,” he said.

“They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users’ questions and searches, just as we are.”

Keeping up

Despite Google still being very much the dominant leader in search, owning some 90 percent of the worldwide market, Schmidt (pictured left) said that the company was not willing to rest on its laurels due to the continued high pace of development in the online world, adding that he was still wary of “the next Google”.

“Someone, somewhere in a garage is gunning for us,” he said. “I know, because not long ago we were in that garage. Change comes from where you least expect it,” he added.

Google and Amazon have recently been involved in several competitions as the companies look to expand their reach and influence to customers across the world. Most recently, the two have been involved in a cloud services price war with Microsoft, as all three cut the cost of their offerings in order to attract customers away from the other.

Amazon has also been making moves into the devices market, where Google has traditionally had much more of a stronger foothold thanks to its Android operating system and Nexus smartphones. Amazon has released both tablets and smartphones in recent months, with its Fire devices running a specialised version of Android which includes direct links and unique apps connected to the retailer’s services.